Gaylord Entertainment Picks SmartDM

Nashville-based Gaylord Entertainment is a hospitality and entertainment company that owns and operates Gaylord Hotels branded properties, including the Gaylord Opryland Resort & Convention Center in Nashville and the Gaylord Palms Resort & Convention Center in Kissimmee, FL.

SmartDM, also of Nashville, will help Gaylord create and execute direct marketing programs. It will be responsible for strategy and execution of direct mail and e-mail initiatives.

The company also is overseeing the creation a central marketing data warehouse that will serve as the foundation for Gaylord's direct marketing programs. The warehouse will centralize all relevant customer data. SmartDM will help identify opportunities to drive revenue through repeat business and cross-sell in both the meeting planner and leisure business segments.